Of course if you are a B2B org and you want to hit the right audience then at first glance the social media giganticaLinkedin is an obvious choice.

It is claimed and sounds right to me, that people take a lot more care with their profiles on Linkedin than say snapchat or twitter. You're not hiding behind a persona with Linkedin, your profile is probably accurate. I feel this in turn is why they demand generally higher CPC than their counterparts such as Facebook Advertising. It means that although you might pay double the cost per click if you get things right then that click is going to amount to more. So with the theory we should be seeing higher conversion rates for Linkedin to justify this apparent higher cost.